Creative Strategist

Rivet Dating; Gurgaon; On-site; INR 700,000 - 1,100,000; Full time

Benefits offered by this job

Onsite in Gurgaon

Direct collaboration with founders

Creative ownership

Job summary

MeantToBe Pvt. Ltd in Gurgaon is seeking a hands-on Creative Strategist to bridge culture, creative, and performance. You will shape messaging, briefs, and scripts, and collaborate with creators, designers, editors to bring campaigns to life on ads and social content.

You’ll work directly with the Head of Marketing and founders, own the creative pipeline, rely on data to iterate, and move fast in an early-stage startup environment.

Qualifications

• 2–5 years of experience as a creative strategist in performance creative or consumer brand
• Portfolio of ad creative or social content with performance context
• Strong understanding of short-form video and UGC
• Hands-on experience with creators and influencers
• Comfort reading performance data to guide creative decisions
• Excellent writing with punchy hooks and clear briefs
• Deep online cultural awareness and dating culture interest
• Self-starter with ownership and adaptability
• Bonus: experience with consumer apps, dating, social, or gaming

Responsibilities

• Develop creative strategy and concepts for paid ads and organic social across Meta, Google, TikTok, YouTube, and Instagram
• Write sharp briefs, hooks, scripts, and copy for UGC, short-form video, and static ads
• Source, brief, and manage creators, influencers, editors, and designers to produce content at volume
• Build a creative testing framework with the performance team: test angles, hooks, formats, and messaging, and scale the winners
• Analyse creative performance (hook rate, thumb-stop, CTR, CPI, conversion) and turn insights into the next round of briefs
• Spot cultural trends, memes, and formats early and turn them into on-brand creative fast
• Research our audience and competitors to find fresh insights and angles on dating and relationships
• Help shape and protect the MeantToBe brand voice across every touchpoint

Skills

Creative strategist

Performance creative

Content for consumer brand/app

Creators/influencers

Data-driven decisions

Short-form video understanding

Job description

MeantToBe Pvt. Ltd is a venture-backed early-stage startup ready to make waves in the dating and consumer social industry. Our team is led by founders with deep experience in launching and scaling dating apps globally as well as building scaled unicorn businesses from scratch. Backed by top institutional capital, we are a high-growth startup on the ground floor of an ambitious journey to create a brand and product that stands out from the crowded dating app landscape.

Our unique approach combines deep cultural insight, AI, and a novel recommendation algorithm to deliver a social, fun, and effective dating experience that solves for both curation and scale, the holy grail in online dating. We need someone who can turn that into creative that stops the scroll and gets people talking.

The Role

We're looking for a Creative Strategist who sits at the intersection of culture, creative, and performance. You'll figure out what to say, how to say it, and which ideas will actually drive installs and engagement, then work with creators, designers, and editors to bring them to life.

You'll work directly with the Head of Marketing, the founders, and the performance team. You'll own the creative pipeline for our ads and social content, and use data to learn what works and make every round of creative better than the last.

This is a hands-on role at an early-stage startup. You'll write briefs and scripts, review edits, read the numbers, and move fast.

What You'll Do

• Develop creative strategy and concepts for paid ads and organic social across Meta, Google, TikTok, YouTube, and Instagram
• Write sharp creative briefs, hooks, scripts, and copy for UGC, short-form video, and static ads
• Source, brief, and manage creators, influencers, editors, and designers to produce content at volume
• Build a creative testing framework with the performance team: test angles, hooks, formats, and messaging, and scale the winners
• Analyse creative performance (hook rate, thumb-stop, CTR, CPI, conversion) and turn insights into the next round of briefs
• Spot cultural trends, memes, and formats early and turn them into on-brand creative fast
• Research our audience and competitors to find fresh insights and angles on dating and relationships
• Help shape and protect the MeantToBe brand voice across every touchpoint

What We're Looking For

• 2–5 years of experience as a creative strategist, in performance creative, or in content at a consumer brand, app, or agency
• A portfolio of ad creative or social content you've led, with examples of what performed and why
• A strong understanding of short-form video, UGC, and what makes people stop scrolling
• Hands-on experience working with creators and influencers
• Comfortable reading performance data and using it to guide creative decisions
• Excellent writing skills, from punchy hooks to clear briefs
• Extremely online and culturally aware; you know what's trending before it trends
• A deep understanding of, or genuine interest in, dating culture
• Self-starter who takes ownership and is comfortable with ambiguity and rapid change
• Bonus: experience with consumer apps, especially dating, social, or gaming, or hands-on editing and design skills

What We Offer

• Ground-floor opportunity at a growing startup
• Work onsite with the team in Gurgaon
• Direct collaboration with founders
• Creative ownership and the chance to shape the brand voice